Visual branding : a rhetorical and historical analysis /

Bibliographic Details
Main Authors:	McQuarrie, Edward F. (Author), Phillips, Barbara J., 1966- (Author)
Corporate Author:	ProQuest (Firm)
Format:	eBook
Language:	English
Published:	Cheltenham, Glos, UK ; Northampton, Massachusetts, USA : Edward Elgar Publishing, [2016]
Subjects:	Branding (Marketing) Electronic books.
Online Access:	Connect to the full text of this electronic book

Table of Contents:

Front Matter; Copyright; Contents; List of figures; List of web-archived figures; List of tables; List of boxes; Acknowledgments; Introduction; PART I: HISTORICAL PERSPECTIVES ON BRAND ADVERTISING; 1 Overview: visual branding in historical perspective; 2 An illustrated history of visual branding in magazine advertising; PART II: BRAND MARKS; 3 A typology of brand marks; 4 How and why brand marks vary across product categories; 5. Rhetorical evolution of brand marks; PART III: VISUAL ELEMENTS; 6 Typeface in visual branding; 7 Spokes-characters; 8 Color; 9 Using pictures to brand
Epilogue: conceptual puzzlesNotes; Source of advertisements; References; Author notes; General index; Index of brands, advertisers, and spokes-characters